Statusna Potrošnja in Generacija Y

diplomsko delo

Jelena Radić (Author), Klement Podnar (Mentor)

Abstract

Pripadniki najvišjih razredov so imeli včasih edini dostop do luksuznega blaga in nakup je bil odraz družbenega položaja. Z množično potrošnjo in razvojem tehnologij se to dejstvo postopoma spreminja in luskuz postaja vse bolj razširjen in dostopen. Vzrok za to je višanje števila potrošnikov, ki služijo čedalje več denarja. Ne glede na spremembe še vedno ostaja nekaj, kar si potrošnik želi. Motivacija je deljena na ekstrinzične in intrinzične vire in je pri odločanju o nakupu luksuznega blaga najmočnejši faktor odločitve. Milenijci so mladi potrošniki, ki šele stopajo na trg dela in začenjajo s služenjem lastnega denarja. Oni predstavljajo novega, sodobnega potrošnika, ki v odnosu do nakupa luksuznega blaga ravna drugače od prejšnjih generacij. V odločitvi so veliko bolj samostojni in iščejo avtonomnost pri izbiri, ne ozirajoči se na mnenje drugih ali na družbeni razred iz katerega prihajajo. To potrjuje tudi dejstvo, da se trg luskuznega blaga nenehno širi in raste.

Keywords

luksuzno blago;statusna potrošnja;milenijci;Potrošništvo;Potrošniki;Motivacija;Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[J. Radić]
UDC:	366(043.2)
COBISS:	35883357
Views:	706
Downloads:	247
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Status Consumption and Generation Y
Secondary abstract:	Members of the highest classes used to be the only ones to have access to luxury goods whose possession reflected the owner's social status. Mass consumption and the development of technology have gradually changed this, making luxury more widely accessible, the direct cause of which has been the rise in the number of consumers who earn more money. Regardless of these changes, consumers will always want to buy something luxurious. Motivation is divided into extrinsic and intrinsic sources while the factor of decision is the prevailing one in the decision making process. Millennials are young consumers who are just entering the labour market and beginning to earn their own money. They represent the new, contemporary consumer whose attitude towards luxury goods has changed. They tend to be more independent, autonomous and not concerned with their class background or the opinions of others when making buying decisions. The fact that the luxury goods market is continuing to expand only proves this.
Secondary keywords:	Consumerism;Consumers;Motivation;Graduate theses;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	60 str.
ID:	10959928